Hellmann’s / Best Foods was looking to generate trial and awareness  of its new Chicken Dipping Sauce SKUs to flavor obsessed Millennial and Gen Z consumers in major metropolitan markets who are frequent users of restaurant delivery services. The goal was to meet this digitally native demographic where they already are: ordering in, discovering new flavors, and sharing food moments online.

To bring this vision to life, Gamma executed a large-scale, targeted sampling initiative, seamlessly integrating product trial into the restaurant delivery experience. We distributed hundreds of thousands of Hellmann's and Best Foods Chicken Dipping Sauce sachets (50/50 split), overwrapped with re-purchase coupons and QR code driving online sales, through curated restaurant delivery partnerships in key urban markets and geo-targeted near key retail accounts. By embedding the product directly into consumers’ at-home dining occasions, the campaign created an organic introduction to the new SKUs, drove immediate trial, and positioned the brand at the center of everyday flavor moments.

Strategic Sampling